Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
Color profile: Generic CMYK printer profile        HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 22...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
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Color profile: Generic CMYK printer profile     HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 22294...
Color profile: Generic CMYK printer profile     HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 22294...
Color profile: Generic CMYK printer profile    HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
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Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
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Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
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Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
Color profile: Generic CMYK printer profile   HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-...
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Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
Mc graw hill osborne how to do everything with your e-bay business
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Mc graw hill osborne how to do everything with your e-bay business

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Comment tout faire avec une business eBay

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Mc graw hill osborne how to do everything with your e-bay business

  1. 1. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Front MatterComposite Default screen blind folio i ® BusinessP:010CompHowTo8948-9fm.vpMonday, May 12, 2003 12:14:40 PM
  2. 2. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Front MatterComposite Default screen Blind Folio FM:ii About the Author For much of his adult life, Greg Holden has been hunting down and reselling collectibles, oddball items, and antiques of all sorts. In his younger days, he assembled an old sports car from pieces of three different sports cars. He bought and restored a century-old townhouse. Now, he hunts down fountain pens, watches, and other items online. Greg has written nearly 20 books on computers and the Internet, including Internet Auctions for Dummies and Cliff’s Notes Guide to Buying and Selling on eBay, both published by Hungry Minds. His lifelong interests in literature and writing and the history of Chicago recently culminated in the book Literary Chicago: A Book Lover’s Tour of the Windy City, published by Lake Claremont Press. He lives in Chicago in the house he restored along with his two daughters and an assortment of pets.P:010CompHowTo8948-9fm.vpMonday, May 12, 2003 12:14:40 PM
  3. 3. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Front MatterComposite Default screen blind folio iii ® Business Greg Holden McGraw-Hill/Osborne New York Chicago San Francisco Lisbon London Madrid Mexico City Milan New Delhi San Juan Seoul Singapore Sydney TorontoP:010CompHowTo8948-9fm.vpMonday, May 12, 2003 12:14:42 PM
  4. 4. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Front MatterComposite Default screen Blind Folio FM:iv McGraw-Hill/Osborne 2100 Powell Street, 10th Floor Emeryville, California 94608 U.S.A. To arrange bulk purchase discounts for sales promotions, premiums, or fund-raisers, please contact McGraw-Hill/Osborne at the above address. For information on translations or book distributors outside the U.S.A., please see the International Contact Information page immediately following the index of this book. How to Do Everything with Your eBay® Business Copyright © 2003 by The McGraw-Hill Companies. All rights reserved. Printed in the United States of America. Except as permitted under the Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of publisher, with the exception that the program listings may be entered, stored, and executed in a computer system, but they may not be reproduced for publication. 1234567890 FGR FGR 019876543 ISBN 0-07-222948-9 Publisher Brandon A. Nordin Vice President & Associate Publisher Scott Rogers Acquisitions Editor Marjorie McAneny Project Editor Julie M. Smith Acquisitions Coordinator Tana Allen Technical Editor Amy Hoy Copy Editor Brian MacDonald Proofreaders Linda Medoff, Pat Mannion Indexer Valerie Perry Computer Designers Tabitha M. Cagan, Tara A. Davis Illustrators Kathleen Fay Edwards, Lyssa Wald Series Design Mickey Galicia Cover Series Design Dodie Shoemaker Cover Illustration Tom Willis This book was composed with Corel VENTURA™ Publisher. Information has been obtained by McGraw-Hill/Osborne from sources believed to be reliable. However, because of the possibility of human or mechanical error by our sources, McGraw-Hill/Osborne, or others, McGraw-Hill/Osborne does not guarantee the accuracy, adequacy, or completeness of any information and is not responsible for any errors or omissions or the results obtained from the use of such information.P:010CompHowTo8948-9fm.vpMonday, May 12, 2003 12:14:42 PM
  5. 5. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Front MatterComposite Default screen Blind Folio FM:v Dedication To my mother and father, and to the fun we’ve had finding, restoring, and selling treasures of all sortsP:010CompHowTo8948-9fm.vpMonday, May 12, 2003 12:14:42 PM
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  7. 7. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 /Front MatterComposite Default screen Contents at a Glance PART I Get Started with eBay 1 Become an eBay Auction Expert . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 2 Start Selling with eBay . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 3 Become an eBay Auctioneer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51 PART II Improve Your Competitive Edge 4 Tips and Strategies for Online Sellers . . . . . . . . . . . . . . . . . . . . . . . . 87 5 Spruce Up Your Auction Presentation . . . . . . . . . . . . . . . . . . . . . . . 111 6 Manage Multiple Auctions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 131 7 Create Your Own Web Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 149 8 Create Digital Images that Sell . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 177 PART III Business Practices for eBay 9 Accept Payments and Serve Your Customers . . . . . . . . . . . . . . . . . . 205 10 Make Sure Your Goods Reach Their Destination . . . . . . . . . . . . . . . 229 11 Meet Other Auction Hounds . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 251 PART IV Sell Specialty Items on eBay 12 Drive Home the Deal on eBay Motors . . . . . . . . . . . . . . . . . . . . . . . 269 13 Auction Off Business Goods and Services . . . . . . . . . . . . . . . . . . . . 289 14 Fix Your Price on Half.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 305 15 Get Top Dollar on Sothebys.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 323 16 Protect Yourself and Your Customers . . . . . . . . . . . . . . . . . . . . . . . . . 339 17 Fulfill Your Accounting and Tax Requirements . . . . . . . . . . . . . . . . 363 viiP:010CompHowTo8948-9fm.vpMonday, May 12, 2003 12:14:43 PM
  8. 8. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Front MatterComposite Default screen viii How to Do Everything with Your eBay Business PART V Keep Your eBay Business Running Smoothly 18 Keep Your eBay Business Legal . . . . . . . . . . . . . . . . . . . . . . . . . . . . 383 19 What to Do in Case of Trouble . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 399 A eBay Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 413 Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 417P:010CompHowTo8948-9fm.vpMonday, May 12, 2003 12:14:43 PM
  9. 9. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 /Front MatterComposite Default screen Contents Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xix Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxi PART I Get Started with eBay CHAPTER 1 Become an eBay Auction Expert . . . . . . . . . . . . . . . . . . . . . . . 3 Set Goals for Your eBay Business . . . . . . . . . . . . . . . . . . . . . . . . . 5 Jump Start a Brand-New Business . . . . . . . . . . . . . . . . . . . 5 Find Customers Worldwide . . . . . . . . . . . . . . . . . . . . . . . . 6 Give Yourself a Financial Cushion . . . . . . . . . . . . . . . . . . . 7 Uncover Collectors and Specialty Buyers . . . . . . . . . . . . . 8 Know How eBay Auctions Work . . . . . . . . . . . . . . . . . . . . . . . . . 10 Set a Time Limit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Build Customer Trust . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Provide Clear Images . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Write Clear Descriptions . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Decide How You Want to Be Paid . . . . . . . . . . . . . . . . . . . 16 Get the Hardware and Software You Need . . . . . . . . . . . . . . . . . . 17 Buy the Right Computer and Monitor . . . . . . . . . . . . . . . . 17 Pick a Scanner or Digital Camera . . . . . . . . . . . . . . . . . . . . 18 Install Web Page and Auction Software . . . . . . . . . . . . . . . 19 Become a Power E-Mail User . . . . . . . . . . . . . . . . . . . . . . . 19 Follow the Eight-Step eBay Sales Plan . . . . . . . . . . . . . . . . . . . . . 20 Decide What to Sell . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Set the Price . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Provide Good Online Photos . . . . . . . . . . . . . . . . . . . . . . . 23 Pile On the Information . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Give Good Customer Service . . . . . . . . . . . . . . . . . . . . . . . 25 Process Those Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Pay Your eBay Fees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Deliver the Goods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Where to Find It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 ixP:010CompHowTo8948-9fm.vpMonday, May 12, 2003 12:14:43 PM
  10. 10. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Front MatterComposite Default screen x How to Do Everything with Your eBay Business CHAPTER 2 Start Selling with eBay . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Learn the Culture of eBay . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 eBay’s Own Educational Programs . . . . . . . . . . . . . . . . . . 31 Be Encouraged by Success Stories . . . . . . . . . . . . . . . . . . . 34 Beware of eBay Scams and Shams . . . . . . . . . . . . . . . . . . . 35 Do Your Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 Learn by Bidding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 Pick Items that People Want . . . . . . . . . . . . . . . . . . . . . . . . 39 Pick the Category In Which You Want to Sell . . . . . . . . . . 39 Get Registered . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 Pick a Good User ID . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 Create a Secure Password . . . . . . . . . . . . . . . . . . . . . . . . . . 41 Get the Computer Equipment You Need . . . . . . . . . . . . . . . . . . . . 42 Internet Connection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 Computer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 Monitor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 Software You’ll Need . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45 Image Capture Device . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 Handheld Device . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48 Protect Your Investment . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 Where to Find It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50 CHAPTER 3 Become an eBay Auctioneer . . . . . . . . . . . . . . . . . . . . . . . . . . 51 Decision 1: Custom-Design Your eBay Business . . . . . . . . . . . . . 53 Sell Part-Time on eBay . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 Become a Full-Time Auctioneer . . . . . . . . . . . . . . . . . . . . . 53 Supplement Web Site Sales . . . . . . . . . . . . . . . . . . . . . . . . 57 Boost Brick-and-Mortar Sales . . . . . . . . . . . . . . . . . . . . . . 57 Decision 2: Pick the Auction that’s Right for You . . . . . . . . . . . . 58 Review Your Auction Options . . . . . . . . . . . . . . . . . . . . . . 59 How to Use Reserve Auctions . . . . . . . . . . . . . . . . . . . . . . 63 When to Use Featured Auctions . . . . . . . . . . . . . . . . . . . . . 64 Decision 3: Decide How to Take and Store Auction Photos . . . . . 68 Decision 4: Figure Out Your Payment Options . . . . . . . . . . . . . . . 69 Should You Use an Payment Service? . . . . . . . . . . . . . . . . 69 Should You Accept Checks? . . . . . . . . . . . . . . . . . . . . . . . 70 Should You Accept Credit Card Payments? . . . . . . . . . . . . 70 Decision 5: Pick Your Shipping Options . . . . . . . . . . . . . . . . . . . . 71 Conduct Your First Auction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71 Gather Your Materials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72 Do Your Product Research . . . . . . . . . . . . . . . . . . . . . . . . . 73 Pick the Right Auction Category . . . . . . . . . . . . . . . . . . . . 74 Create Your Descriptions . . . . . . . . . . . . . . . . . . . . . . . . . . 74P:010CompHowTo8948-9fm.vpMonday, May 12, 2003 12:14:43 PM
  11. 11. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Front MatterComposite Default screen Contents xi Use Listing Designer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76 Monitor Your Sales Activity . . . . . . . . . . . . . . . . . . . . . . . . 77 Close the Deal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78 Keep Your Store Well-Stocked . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 Know Your Field . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 Know Where the Good Stuff Is . . . . . . . . . . . . . . . . . . . . . . 81 Where to Find It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83 PART II Improve Your Competitive Edge CHAPTER 4 Tips and Strategies for Online Sellers . . . . . . . . . . . . . . . . . . 87 Work for the Long Term . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89 Go Retail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89 Go By the Numbers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91 Build Your Credibility . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91 Build Your Volume . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97 Schedule Your Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99 Be Community-Minded . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 102 Share Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103 Know Your Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . 103 Relax, It’s Only a Sale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104 Shed Your Reserve (Price, That Is) . . . . . . . . . . . . . . . . . . . 105 Control When Your Auction Ends . . . . . . . . . . . . . . . . . . . 105 Control Your Emotions . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106 Resell Items When You Need To . . . . . . . . . . . . . . . . . . . . 106 Buy Strategically So You Can Resell . . . . . . . . . . . . . . . . . . . . . . 107 Drum Up Some Free Advertising . . . . . . . . . . . . . . . . . . . . 108 Link to Your Web Site, and Vice Versa . . . . . . . . . . . . . . . . 109 Where to Find It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110 CHAPTER 5 Spruce Up Your Auction Presentation . . . . . . . . . . . . . . . . . . 111 Create a Sales Template . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112 Consider Getting Some Design Help . . . . . . . . . . . . . . . . . 114 Pick Standard Items . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116 Add the Description . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117 Fine-Tune Your Descriptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118 Do Your Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119 Generate Excitement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 120 Use Your Dictionary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121 Using HTML to Dress Up Items . . . . . . . . . . . . . . . . . . . . . . . . . . 122 Making Your Auction Count with a Counter . . . . . . . . . . . . . . . . . 124 Use eBay Seller’s Assistant . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 128 Where to Find It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130P:010CompHowTo8948-9fm.vpMonday, May 12, 2003 12:14:43 PM
  12. 12. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Front MatterComposite Default screen xii How to Do Everything with Your eBay Business CHAPTER 6 Manage Multiple Auctions . . . . . . . . . . . . . . . . . . . . . . . . . . . 131 Start with eBay’s Management Tools . . . . . . . . . . . . . . . . . . . . . . 132 Speed Things Up with Turbo Lister . . . . . . . . . . . . . . . . . . 134 Use eBay’s Selling Manager . . . . . . . . . . . . . . . . . . . . . . . . 139 Create a My eBay Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . 140 eBay Toolbar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 142 Use Seller’s Assistant . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143 Find a Third-Party Auction Manager . . . . . . . . . . . . . . . . . . . . . . 144 Auction Software: Auction Wizard 2000 . . . . . . . . . . . . . . 145 Auction Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 147 Where to Find It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 148 CHAPTER 7 Create Your Own Web Pages . . . . . . . . . . . . . . . . . . . . . . . . . 149 MeBay: Create an About Me Page . . . . . . . . . . . . . . . . . . . . . . . . 151 Gather Your 411 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 152 Create Your Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153 Edit and Spruce Up Your Page . . . . . . . . . . . . . . . . . . . . . . 156 Create an eBay Store . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 158 Save a Few Bucks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159 Gain Eyeball Space . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159 Attract Your Own Customers . . . . . . . . . . . . . . . . . . . . . . . 159 Do Buy It Now One Better . . . . . . . . . . . . . . . . . . . . . . . . . 159 Set Up Shop . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 160 List Your Sales Items . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 164 Publish Your Own Web Site . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 166 Use a Free Web Hosting Service . . . . . . . . . . . . . . . . . . . . 168 Host With Your Own ISP . . . . . . . . . . . . . . . . . . . . . . . . . . 170 Use a Dedicated Web Host . . . . . . . . . . . . . . . . . . . . . . . . . 172 Find the Right Web Site Creation Software . . . . . . . . . . . . 173 Regular Maintenance and Upkeep . . . . . . . . . . . . . . . . . . . 174 Where to Find It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 175 CHAPTER 8 Create Digital Images that Sell . . . . . . . . . . . . . . . . . . . . . . . 177 Capture Those Images . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 178 Use a Digital Camera . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 180 Purchase a Scanner . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 182 Set Up Your Photo Studio . . . . . . . . . . . . . . . . . . . . . . . . . . 185 Give Your Piece a Chance . . . . . . . . . . . . . . . . . . . . . . . . . . 187 Choose an Image Format . . . . . . . . . . . . . . . . . . . . . . . . . . 189 Create Images that Sell . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 190 Choose a Graphics Editor . . . . . . . . . . . . . . . . . . . . . . . . . . 190 Keep File Size Small . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191 Set the Resolution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 193P:010CompHowTo8948-9fm.vpMonday, May 12, 2003 12:14:43 PM
  13. 13. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Front MatterComposite Default screen Contents xiii Create Thumbnail Images . . . . . . . . . . . . . . . . . . . . . . . . . . 193 Take Time With Your Presentation . . . . . . . . . . . . . . . . . . . 194 Find a Home for Your Images . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195 eBay Picture Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195 Other Photo Hosts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 197 Linking to Your Image . . . . . . . . . . . . . . . . . . . . . . . . . . . . 199 Upload Your Image to the Gallery . . . . . . . . . . . . . . . . . . . 200 Where to Find It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 201 PART III Business Practices for eBay CHAPTER 9 Accept Payments and Serve Your Customers . . . . . . . . . . . . . 205 Customer Service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 206 Become an E-Mail Expert . . . . . . . . . . . . . . . . . . . . . . . . . . 207 Keep It Simple: Checks and Money Orders . . . . . . . . . . . . . . . . . 211 Accept Good Old Fashioned Paper . . . . . . . . . . . . . . . . . . 211 Payment Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 214 Accept Payment with PayPal . . . . . . . . . . . . . . . . . . . . . . . 215 Western Union BidPay . . . . . . . . . . . . . . . . . . . . . . . . . . . . 218 Moneybookers.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 219 Accept Credit Card Payments . . . . . . . . . . . . . . . . . . . . . . . . . . . . 219 The Conventional Way: Merchant Accounts . . . . . . . . . . . 220 Merchant Account Alternatives . . . . . . . . . . . . . . . . . . . . . 223 Verify Credit Card Data . . . . . . . . . . . . . . . . . . . . . . . . . . . 224 Currency Conversion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 226 Where to Find It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 227 CHAPTER 10 Make Sure Your Goods Reach Their Destination . . . . . . . . . . 229 Pack n’ Ship Like a Pro . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 230 Pack It Right . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 231 Find Packing Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 232 Shipping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 236 The Big Three Shippers . . . . . . . . . . . . . . . . . . . . . . . . . . . 237 How Much Will It Cost? . . . . . . . . . . . . . . . . . . . . . . . . . . . 238 Obtaining Insurance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 240 Reach Overseas Buyers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 242 Shipping to Canada . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 243 Language Considerations . . . . . . . . . . . . . . . . . . . . . . . . . . 244 Use One of eBay’s Global Sites . . . . . . . . . . . . . . . . . . . . . 246 Observe Time-Zone Etiquette . . . . . . . . . . . . . . . . . . . . . . . 247 Observe Customs Requirements . . . . . . . . . . . . . . . . . . . . . 248 Be Aware of Export Restrictions . . . . . . . . . . . . . . . . . . . . 248 Where to Find It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 249P:010CompHowTo8948-9fm.vpMonday, May 12, 2003 12:14:44 PM
  14. 14. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Front MatterComposite Default screen xiv How to Do Everything with Your eBay Business CHAPTER 11 Meet Other Auction Hounds . . . . . . . . . . . . . . . . . . . . . . . . . 251 Use Feedback to Your Advantage . . . . . . . . . . . . . . . . . . . . . . . . . 252 Be Courteous, Be Specific . . . . . . . . . . . . . . . . . . . . . . . . . 253 Encourage Positive Feedback . . . . . . . . . . . . . . . . . . . . . . . 253 Observe Good E-Mail Manners . . . . . . . . . . . . . . . . . . . . . . . . . . . 254 Say Hello and Goodbye . . . . . . . . . . . . . . . . . . . . . . . . . . . 255 Add a Signature File . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 255 Use Smileys . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 255 Frequent eBay’s Message Boards and Cafés . . . . . . . . . . . . . . . . . 259 Learn Newsgroup Etiquette . . . . . . . . . . . . . . . . . . . . . . . . 262 Send Emergency Messages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 263 Give to Charitable Causes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 264 Where to Find It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 264 PART IV Sell Specialty Items on eBay CHAPTER 12 Drive Home the Deal on eBay Motors . . . . . . . . . . . . . . . . . . 269 Get into Gear . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 271 Who Should Sell . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 271 What to Sell . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 272 Dollars and Sense . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 273 Determine the Vehicle’s Value . . . . . . . . . . . . . . . . . . . . . . 273 Choose Your Sales Format . . . . . . . . . . . . . . . . . . . . . . . . . 275 Choose Marketing Add-Ons . . . . . . . . . . . . . . . . . . . . . . . . 277 Know What You’ll Be Charged . . . . . . . . . . . . . . . . . . . . . 279 Drive Onto the Auction Superhighway . . . . . . . . . . . . . . . . . . . . . 280 Write Sales Descriptions That Sell . . . . . . . . . . . . . . . . . . 281 Arrange for a Vehicle Inspection . . . . . . . . . . . . . . . . . . . . 282 Let the Sale Begin . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 283 Be Up-Front About Fees . . . . . . . . . . . . . . . . . . . . . . . . . . . 283 Complete the Transaction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 284 What If You Run Into Problems? . . . . . . . . . . . . . . . . . . . . 284 Receive Payment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 285 Transfer Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 286 Let Buyers Decide How to Ship . . . . . . . . . . . . . . . . . . . . . 287 Pay Your eBay Fees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 288 Where to Find It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 288 CHAPTER 13 Auction Off Business Goods and Services . . . . . . . . . . . . . . . 289 Buy or Sell Business Supplies . . . . . . . . . . . . . . . . . . . . . . . . . . . . 291 Benefits of Buying Supplies Online . . . . . . . . . . . . . . . . . . 292 Benefits of Selling Off Excess Inventory . . . . . . . . . . . . . . 293 Unload “Lots” of Items at Once . . . . . . . . . . . . . . . . . . . . . . . . . . 294P:010CompHowTo8948-9fm.vpMonday, May 12, 2003 12:14:44 PM
  15. 15. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Front MatterComposite Default screen Contents xv Look for Local Buyers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 296 Buy Government Surplus Materials . . . . . . . . . . . . . . . . . . . . . . . 299 Buy and Sell Professional Services on eLance . . . . . . . . . . . . . . . 300 Benefits for Businesses that Need Freelancers . . . . . . . . . . 301 Benefits to Freelancers . . . . . . . . . . . . . . . . . . . . . . . . . . . . 303 Where to Find It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 304 CHAPTER 14 Fix Your Price on Half.com . . . . . . . . . . . . . . . . . . . . . . . . . . 305 Step 1: Become a Member . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 308 Provide Your Seller Information . . . . . . . . . . . . . . . . . . . . . 309 Step 2: Pick a Sales Category . . . . . . . . . . . . . . . . . . . . . . . . . . . . 311 Find the Item Code . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 312 Listing Multiple Items . . . . . . . . . . . . . . . . . . . . . . . . . . . . 312 Research the Competition . . . . . . . . . . . . . . . . . . . . . . . . . . 312 Set a Sales Price . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 314 Step 3: Fill Out the Sales Form . . . . . . . . . . . . . . . . . . . . . . . . . . . 315 Specify the Condition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 315 Create a Description . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 316 Add an Image . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 317 Finish the Listing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 317 Feedback and Customer Service . . . . . . . . . . . . . . . . . . . . . . . . . . 318 Build a Good Seller Rating . . . . . . . . . . . . . . . . . . . . . . . . . 318 Ship Your Goods Promptly . . . . . . . . . . . . . . . . . . . . . . . . . 318 First-Class Service Pays Off . . . . . . . . . . . . . . . . . . . . . . . . 319 Where to Find It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 321 CHAPTER 15 Get Top Dollar on Sothebys.com . . . . . . . . . . . . . . . . . . . . . . 323 Get Acquainted with Sothebys.com . . . . . . . . . . . . . . . . . . . . . . . 325 Become a Sothebys.com Associate . . . . . . . . . . . . . . . . . . 327 Guaranteeing Authenticity . . . . . . . . . . . . . . . . . . . . . . . . . 328 The Longer the Description, the Better . . . . . . . . . . . . . . . . 329 High-end sales can go on eBay, too . . . . . . . . . . . . . . . . . . 331 Sell on Consignment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 333 Participate in Live Auctions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 334 Begin By Watching . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 334 Place Absentee Bids . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 336 Get Ready for Real-Time Auction Action . . . . . . . . . . . . . 337 Where to Find It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 338 CHAPTER 16 Protect Yourself and Your Customers . . . . . . . . . . . . . . . . . . . . 339 Control Bidders and Buyers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 340 Add a Note to Your Description . . . . . . . . . . . . . . . . . . . . . 341 Creating a List of Approved Buyers . . . . . . . . . . . . . . . . . . 341 Contact Buyers Who Make You Nervous . . . . . . . . . . . . . . 345P:010CompHowTo8948-9fm.vpMonday, May 12, 2003 12:14:44 PM
  16. 16. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Front MatterComposite Default screen xvi How to Do Everything with Your eBay Business Build Your Credibility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 346 Obtain a Seal of Approval . . . . . . . . . . . . . . . . . . . . . . . . . . 346 Use ID Verify . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 350 Obtain a Personal Certificate . . . . . . . . . . . . . . . . . . . . . . . 350 Keep Your Transactions Trouble-Free . . . . . . . . . . . . . . . . . . . . . . 355 Offer a Warranty . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 355 Don’t Sell Anything Illegal . . . . . . . . . . . . . . . . . . . . . . . . . 357 Steer Clear of Shill Bidding . . . . . . . . . . . . . . . . . . . . . . . . 360 Lloyd’s of London Insurance . . . . . . . . . . . . . . . . . . . . . . . 361 Where to Find It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 361 CHAPTER 17 Fulfill Your Accounting and Tax Requirements . . . . . . . . . . . 363 What’s Different About Being Self-Employed? . . . . . . . . . . . . . . 364 Perform the Basic Accounting Practices . . . . . . . . . . . . . . . . . . . . 365 Cash-Basis versus Accrual-Basis Accounting . . . . . . . . . . 366 Practice Good Record-Keeping . . . . . . . . . . . . . . . . . . . . . 367 What About Sales Tax? . . . . . . . . . . . . . . . . . . . . . . . . . . . 371 Deduce Your Business Deductions . . . . . . . . . . . . . . . . . . . . . . . . 372 Computer Equipment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 372 Your Home Office . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 372 Internet Connections and Other Fees . . . . . . . . . . . . . . . . . 373 Find Accounting Help Online . . . . . . . . . . . . . . . . . . . . . . . . . . . . 373 Use Accounting Software . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 375 Pick the Package That’s Best for You . . . . . . . . . . . . . . . . . 375 Keep Your Books Online . . . . . . . . . . . . . . . . . . . . . . . . . . 377 How Long Should You Keep Your Records? . . . . . . . . . . . 380 Where to Find It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 380 PART V Keep Your eBay Business Running Smoothly CHAPTER 18 Keep Your eBay Business Legal . . . . . . . . . . . . . . . . . . . . . . . 383 Copyright and Trademark Concerns . . . . . . . . . . . . . . . . . . . . . . . 384 Don’t Do a Copy-Wrong . . . . . . . . . . . . . . . . . . . . . . . . . . . 385 Avoid Trademark Infringement . . . . . . . . . . . . . . . . . . . . . . 388 Adding Digital Watermarks . . . . . . . . . . . . . . . . . . . . . . . . 389 Acceptable Use Policies . . . . . . . . . . . . . . . . . . . . . . . . . . . 390 Protect Your Own Trade Name . . . . . . . . . . . . . . . . . . . . . . 390 Decide on a Legal Form for Your Business . . . . . . . . . . . . . . . . . . 393 Should You Incorporate? . . . . . . . . . . . . . . . . . . . . . . . . . . 393 Sole Proprietorship . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 394 Partnership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 395 Licensing and Trade Restrictions . . . . . . . . . . . . . . . . . . . . . . . . . 395 Pay Your License Fees . . . . . . . . . . . . . . . . . . . . . . . . . . . . 395 Maintain Your Own and Your Buyers’ Privacy . . . . . . . . . . 397 Where to Find It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 397P:010CompHowTo8948-9fm.vpMonday, May 12, 2003 12:14:44 PM
  17. 17. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Front MatterComposite Default screen Contents xvii CHAPTER 19 What to Do in Case of Trouble . . . . . . . . . . . . . . . . . . . . . . . . 399 If the Transaction Falls Through . . . . . . . . . . . . . . . . . . . . . . . . . . 400 Deadbeat Bidders/Buyers . . . . . . . . . . . . . . . . . . . . . . . . . . 401 Bounced Checks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 404 Problems with the Seller (Yes, I Mean You) . . . . . . . . . . . . 405 If Problems Occur After You Ship . . . . . . . . . . . . . . . . . . . . . . . . . 407 The Buyer Claims Damage . . . . . . . . . . . . . . . . . . . . . . . . . 408 The Buyer Just Isn’t Satisfied . . . . . . . . . . . . . . . . . . . . . . . 409 If Problems Occur During the Sale . . . . . . . . . . . . . . . . . . . . . . . . 409 How to Resolve a Dispute . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 410 Where to Find It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 411 APPENDIX A eBay Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 413 Index. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 417P:010CompHowTo8948-9fm.vpMonday, May 12, 2003 12:14:44 PM
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  19. 19. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 /Front MatterComposite Default screen Acknowledgments Whether you are writing books for a living or selling on eBay either part- time or full-time, much of your work seems to be done alone. But the truth is that you’re never really alone. There are plenty of people sitting at their computers who are depending on you, who are waiting for you, who are rooting for you to be a success. Any successful sale on eBay depends on help and cooperation from lots of people, from the individual who provided you with the item to the sell to the companion who helped you carry it home to the shippers who made sure it reached its destination. Trust and cooperation make online auctions work. I’ve often been struck by the fact that the most successful auction sellers are also the most generous with their time and experience. They have taught me that the more helpful you are, the more successful you’ll be in return. In the same way, writing a book about selling on eBay depends a community of individuals you might never meet face to face. First, I want to thank the eBay sellers who took the time to talk to me either on the phone or by e-mail and share their knowledge. Thanks go to Chad Gibbons, Jo Stavig, Buddhachick, Bob Kopczynski, Don Colclough, Jon and Steve Brothers, decoray, Shiela Schneider, and Andy Noise. I also want to acknowledge my own colleagues who helped me with research and editing, and who are important members of my own professional community: Ann Lindner, Madonna Gauding, and Pam Parrish. I have been impressed with the enthusiasm and encouragement I have received from all the folks at Osborne-McGraw Hill, starting with Margie McAneny, who got the ball rolling (and kept it rolling smoothly); Julie Smith, who served as project editor; technical editor Amy Hoy; copyeditor Brian MacDonald; and publicity manager Bettina Faltermeier. xixP:010CompHowTo8948-9fm.vpMonday, May 12, 2003 12:14:44 PM
  20. 20. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Front MatterComposite Default screen xx How to Do Everything with Your eBay Business Thanks also to my agent Neil Salkind and everyone at Studio B Productions. Last but not least, thanks to my mother and father, who instilled the love of giving new life to someone elses castoffs-a practice that carries over perfectly to the new electronic flea market, eBay. Bargain hunting is an art Im now passing down to my two daughters, Zosia and Lucy, as their sharp eyes are becoming ever more skilled at finding just what theyre looking for at thrift shops and garage sales. Sharing so many adventures with them puts fun in my life, especially when they allow me to share their ever-widening circle of loving friends and pets.P:010CompHowTo8948-9fm.vpMonday, May 12, 2003 12:14:44 PM
  21. 21. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 /Front MatterComposite Default screen Introduction Just a few years ago, it seemed like everyone (including yours truly) was describing the Web as the new Wild, Wild, West for businesspeople—a place where they could strike out on their own, stake a claim, open up their own storefront, and start to do business for the first time. Well, the bloom is off the rose, as far as e-commerce on the Web is concerned, but eBay remains a thriving destination for anyone who wants to make a few extra bucks or even start a new career as an auction seller. eBay has quickly become a part of everyday life rather than a novelty enjoyed by a few. Now that eBay has been around for several years, it has become more reliable and easier to use. It has also inherited both the good and bad aspects of the free market—the people who are trustworthy and community minded, as well as those who don’t follow through with transactions and actively try to swindle other people. Luckily, the first group of eBay users far outnumbers the second. eBay’s network of trust still makes it great place to realize the highest possible profits on online sales and start up your own online business. It’s also giving a new lease on life to antique dealers and small business owners who have suddenly found a worldwide market of eager bidders rather than local people who drove or walked to their stores. This book is for especially for people who want to sell regularly on eBay— those who want to run a business selling on eBay. “Running an eBay business” can mean a variety of things. It might mean you sell full-time on eBay, as some experienced and successful sellers do. It might mean you make small but regular part-time income selling after work or on the weekends. Or it might mean you sell a handful of items on eBay each month. This book assumes, though, that you want to sell regularly on eBay, and that you want to be a successful seller. It assumes that you’re already familiar with eBay, at least as a buyer. Part I, “Get Started With eBay” starts at the beginning—deciding what you want to sell, how you want to sell it, and who you want to sell it to. You also get suggestions for how to do the kind of strategic buying that will keep your business flowing smoothly rather than having fits and starts simply because you’ve run out of merchandise to sell. xxiP:010CompHowTo8948-9fm.vpMonday, May 12, 2003 12:14:45 PM
  22. 22. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Front MatterComposite Default screen xxii How to Do Everything with Your eBay Business Part II, “Improve Your Competitive Edge,” seeks to take you beyond being a casual eBay seller who completes transactions once in a while, to someone who sets up a system for selling on a regular basis. In Chapter 5, You learn the importance of building an initial positive feedback rating to build your credibility as a seller. You learn how to make your auctions stand out from the crowd and build goodwill with potential bidders by providing complete, honest descriptions of your sales merchandise. In Chapter 6, you learn how auction management software and online services can streamline the process of getting sales online and storing images, and provide you with records that are sure to come in handy at tax time. In Chapter 7, you learn about different options for promoting your eBay sales through creating Web pages, such as eBay’s About Me page and eBay Stores, as well as your own Web site. In Chapter 8, you explore the ins and outs of one of the most important ways to attract bids: providing good images of your merchandise. Part III, “Business Practices for eBay Auctioneers,” takes a look at the “back end,” indispensable business operations that can take your eBay sales business to a new level. Chapter 9 focuses on different ways to serve your customers, including answering questions, sending out e-mail responses promptly, and accepting payments. Chapter 10 focuses on two essential operations that you might overlook otherwise— packing your merchandise and shipping them out safely. Chapter 11 explores ways to be a participating member of the eBay community, by leaving feedback, using e-mail effectively, and making use of eBay’s extensive selection of discussion forums. Part IV, “Sell Specialty Items on eBay,” examines the wide variety of auction venues that make up eBay’s auction world, and that you might overlook in your zeal to get conventional auction sales online. These chapters examine how to sell vehicles ranging from motorcycles to airplanes and yachts on eBay Motors; how to trade business goods and services; how to sell books and other fixed-price items on Half.com; and how to use the high-end, traditional auction house that’s affiliated with eBay, Sothebys.com. Part V, “Keep your eBay Business Running Smoothly,” covers strategies for streamlining your eBay business once you’ve gotten it off the ground. In Chapter 16, you learn how to protect yourself and your customers’ security. In Chapter 17, you get advice on how to fulfill your accounting and tax requirements. In Chapter 18, you are introduced to legal considerations that can keep you from getting in trouble. In Chapter 19, you learn how to deal with the common sorts of difficulties that eBay sellers occasionally confront. Some of these are common-sense approaches, while others take advantage of various problem-solving mechanisms that eBay has put in place for individuals just like you.P:010CompHowTo8948-9fm.vpMonday, May 12, 2003 12:14:45 PM
  23. 23. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Front MatterComposite Default screen Introduction xxiii I didn’t write this book with the intention that you would read it from beginning to end like a story. Like the Web itself, you should be able to skip around from chapter to chapter to find the information you need to know immediately. Plus, you’ll find special elements to help you get the most out of the book: ■ How to... These special boxes explain, in a nutshell, how to accomplish key tasks. Read them to discover key points covered in each chapter. ■ Notes These provide information that’s often very important to gain understanding of a particular topic. ■ Tips These tell you how to do something smarter or faster. ■ Cautions These point out potential pitfalls that you need to steer around so you can keep operating smoothly. ■ Sidebars Here I address topics that are related to the subject at hand and that illuminate it in a new way. Within the text, you also find words in special formatting. New terms are in italics, while specific commands you need to choose or type yourself are in boldface. Along the way, you’ll read comments and tips by individuals who sell on eBay on a daily basis, and who are generous enough to share their expertise with you. The information isn’t all just coming from me, but I’ve compiled it with the help of these online experts. Don’t get upset if a Web page or a piece of software isn’t exactly where it’s described in the book. eBay’s site changes all the time, as does the rest of the Web. That’s part of the fun of doing business online. If a web page isn’t where the book says it should be, try entering only site name (such as www.ebay.com) or use a search engine to search for the topic you’re looking for. I wish you happy selling on eBay. Relax, have fun, and enjoy being an online merchant; tell me your own experiences and whether this book has helped you by dropping me a line at greg@gregholden.comP:010CompHowTo8948-9fm.vpMonday, May 12, 2003 12:14:45 PM
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  28. 28. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Chapter 1Composite Default screen 4 How to Do Everything with Your eBay Business How to… ■ Establish your goals for selling on eBay ■ Decide whether to be a full- or part-time eBay seller ■ Get the big picture of how eBay works ■ Understand your hardware and software requirements ■ Follow the eight steps to selling on eBay ■ Calculate and pay your eBay sales fees The phrase “working at home” used to be a contradiction in terms. Way back in the twentieth century, when you worked at home, you wore different clothing than you did in the office. You had more relaxed mannerisms and habits. But these two scenarios have changed. Offices have casual dress days, and working at home means much more padding around the kitchen in your bathrobe and slippers and talking on the phone. Working at home can mean that you run a full- or part-time business in which you conduct transactions with customers from around the world, thanks to the Internet. One of the most exciting and potentially lucrative ways to work from home is to sell merchandise online with the biggest and most successful online auction site, eBay. eBay is known as a place where you can sell or buy at auction: you put an item up for sale by publishing a description and (usually) a photo of it on eBay’s Web site. Prospective buyers find your item for sale and submit bids by filling out a form right on the auction page. The person who has the highest bid when the auction ends is the winner. In addition, eBay allows you to sell items for a fixed price, and has special areas for selling vehicles, business services, and high-end antiques, each of which is described in this book. Whether you want to sell on eBay full- or part-time depends on your needs and the amount of time you have available. If you’ve been laid off and need some extra income to fill up the time between jobs, you have lots of time to devote. If you already have a full-time job and are trying to make some extra money, you’re limited to off-hours such as evenings and weekends. An eBay business is flexible enough to handle each of these situations. First, you need to decide what you want to accomplish.P:010CompHowTo8948-9ch01.vpThursday, May 08, 2003 1:59:17 PM
  29. 29. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Chapter 1Composite Default screen CHAPTER 1: Become an eBay Auction Expert 5 Set Goals for Your eBay Business 1 The first step in starting up any business, whether it’s on eBay, on your own Web site, or in the offline, brick-and-mortar world, is to set your goals and objectives and then develop strategies for attaining them. In the traditional business world, it’s called coming up with a business plan. A business plan requires you to ask yourself some basic questions of the sort that can apply to your eBay business, too: ■ Why do you want to sell on eBay? ■ What do you want to sell? ■ Are there enough buyers for what you want to sell? ■ How do you define “success”? The first question is deceptively simple. It forces you to focus on your goals for your eBay business. Do you want to sell full-time? Do you want to find new customers for a sales business that you already operate, either on the Web or through a storefront? Do you need to expand an e-commerce business that’s flagging? Or do you just want to make some extra money each month to help with expenses? The second question is also important: Since you’re going to be spending many hours per week on your business, you need to make sure you’re working with merchandise you know and hopefully enjoy buying and selling. The third question involves market research: make sure there aren’t a thousand people already selling what you want to sell on eBay. If the market is already flooded, you’ll have a hard time breaking in. Switching merchandise or sales categories can help you find more bidders (see “Decide What to Sell” later in this chapter). The final question is essential: envision how you want your eBay business to function ideally once it’s up and running. What will make you happy—being able to leave the office and work at home? Being able to help your spouse out with some extra money while taking care of the kids? Or just being able to pay the bills at the end of the month? Defining success will help you design your business and encourage you to feel satisfied when you reach your goals, too. Jump Start a Brand-New Business Selling on eBay is a terrific way to start up your first business. That’s because eBay provides you with a well-established framework in which to operate. There are rules that sellers and buyers alike have to follow, and an elaborate system of feedback that helps keep people honest. Once you get used to buying and sellingP:010CompHowTo8948-9ch01.vpThursday, May 08, 2003 1:59:17 PM
  30. 30. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Chapter 1Composite Default screen 6 How to Do Everything with Your eBay Business on eBay, the move to running an online business is not that dramatic. It’s probably easiest to start out selling a limited number of items each month before you consider trying to handle the 50, 100, or even 200 items a week that some busy sellers put online. Selling on eBay Part-Time You don’t have to sell on eBay as your full-time “day job” in order to generate a steady income. Far from it: one of the busiest sellers I know, Bob Kopczynski (eBay User ID: maxwellstreetmarket) has a full-time job. His wife and various relatives and neighbors help him put 20 to 30 items up for sale each day. Chad Gibbons (eBay User ID: boomer1967) works on eBay about ten hours a week. Despite ongoing health problems, he manages to put 100 to 200 sales online each week for himself and several individuals whose items he sells on consignment. Selling on eBay Full-Time Few things are as rewarding—and as exhausting—as working on your own full-time from home. I know whereof I speak. I worked in an office for many years and dreamed of being able to stay at home and raise my children while writing. When I was able to make the move to being a full-time freelancer, that’s when the hard work really began. The moment you make the decision to support yourself full-time, you’ve got to be prepared for long hours. It’s the same with selling on eBay. When it becomes a full-time business, you’ve got to develop a schedule; the things that were simply an enjoyable hobby before, like scouring garage sales and flea markets, become work. You might develop a schedule like the one in Table 1-1. (It starts on Thursday because that’s when most garage and estate sales start.) At the same time, it’s hardly all work and no play. You’ve also got to be prepared for freedom—for being able to run your own schedule, work when you want, and spend time with your family or friends when you want. You can sleep until 10 A.M. and work from 1 P.M. to 9 P.M. if you want. You can accompany your kids on field trips or hit the golf course in the morning and work on getting your sales online in the afternoon. Find Customers Worldwide A number of the sellers I interviewed while writing this book used to operate, or still operate, storefronts where they sell antiques or other merchandise. eBay has revolutionized life for such sellers. On one hand, they had to start selling onlineP:010CompHowTo8948-9ch01.vpThursday, May 08, 2003 1:59:17 PM
  31. 31. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Chapter 1Composite Default screen CHAPTER 1: Become an eBay Auction Expert 7 Day of the Week Morning Tasks Afternoon/Evening Tasks 1 Thursday Estate sales Unpack, schedule more sales for weekend; post office at 3 P.M. Friday Estate sales Unpack, research items, prepare descriptions Saturday Flea market Personal time Sunday Personal time Check sales that are ending today; send out end-of-sale notifications Monday Send out more Take photos for new sales; ship and pack; post office end-of-sale e-mails at 3 P.M. Tuesday Take photos, prepare Get sales online; ship and pack last week’s sales; descriptions post office at 3 P.M. Wednesday Get more sales online Look through classifieds and find estate sales; answer e-mail inquiries; ship and pack last week’s sales; post office at 3 P.M. TABLE 1-1 Sample Schedule for Full-Time eBay Sellers just to keep up with the competition. On the other hand, once they did start to sell at auction, they found a new and dramatically wider audience for what they have to sell. Many auction enthusiasts are savvy shoppers who need to save money on things they purchase either for personal or business use, and the time spent searching for them in conventional sales outlets. They’re actively seeking rare items to add to their collections. They don’t have time to schlep around the country for months or years visiting antique stores, flea markets, and sales to find them. They’re happy to find something they want on eBay and have the chance to obtain it from the comfort of their own homes. If you’re a seller, your adrenaline starts to rush when you anticipate having two bidders who will offer you far more than you ever expected for what you have to sell. Give Yourself a Financial Cushion One reason for selling on eBay is to get a source of extra income that you can put aside for a rainy day. Some eBay sellers use their auction revenue for their children’s tuition. Others use it for vacations. The fact is, once you have a system set up that enables you to sell, you can adjust how active you are based on your needs. You’re not required to sell the same number of items every week. I know at least one eBayP:010CompHowTo8948-9ch01.vpThursday, May 08, 2003 1:59:17 PM
  32. 32. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Chapter 1Composite Default screen 8 How to Do Everything with Your eBay Business seller who sold full-time for several years, then decided to take a full-time office job. She still sells on eBay, but not nearly as often as she did before. The important thing is that it’s nice to have that extra income to call on when you need it. Uncover Collectors and Specialty Buyers One seller I interviewed, Don Colclaugh (eBay User ID: mrmodern) found an artificial leg at an estate sale. He had no idea whether anyone would want such a thing on eBay, but he put it online anyway. He ended up selling it for more than $100. eBay attracts collectors from all walks of life, many of whom are passionate about what they want and will pay anything to get it, provided you have the right item. eBay’s Community Chatter newsletter reports about the 1941 beer can that sold for $19,000 (see Figure 1-1), and the fishing lure (Item number 2708468802; search for it on eBay’s Completed Auctions) that sold for an astonishing $31,857.50. FIGURE 1-1 This beer can’s seller never dreamed someone would bid $19,000 for it.P:010CompHowTo8948-9ch01.vpThursday, May 08, 2003 1:59:18 PM
  33. 33. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Chapter 1Composite Default screen CHAPTER 1: Become an eBay Auction Expert 9 eBay Bestsellers 1 eBay Gave Him a “Reason to Get Up in the Morning” It’s often said that eBay has the potential to change your life. I’ve met many sellers whose careers have been changed by eBay. But I don’t think I’ve met anyone to whom eBay is more important than Chad Gibbons. Chad, 25, lives in Windsor, Ontario, and goes by the User ID boomer1967 on eBay. Like many young men, he has collected sports cards since childhood. He first started using eBay in 1999, in fact, to trade cards. “I started selling cards because there were many that I didn’t really want, so I sold them off to buy more.” In 1999, Chad was diagnosed with kidney failure. He had to take a medical leave from his regular job. The three years while he was waiting for a kidney transplant were difficult. “When I was sick for those three years eBay helped me by making me get up in the morning. I had to get up: I had to mail stuff out and do e-mails and get next week’s auctions ready to go, then to the bank to cash checks. All those things that needed to be done were keeping me preoccupied and not thinking about how sick I was.” To supplement his income, Chad started selling on consignment for other people. He now has up to four consignment customers, and he conducts as many as 100 to 300 auctions per week using eBay’s Turbo Lister software, which is described in Chapter 6. Amazingly, he estimates that he is able to conduct that many auctions while only spending ten hours a week on eBay-related activities. “I have met lots of people and made a few friends from eBay. The people on eBay are the best people imaginable.” In August, 2002, Chad received a kidney transplant. Everything went smoothly, except that being in the hospital for two weeks made it difficult for him to keep up with his mailings and auctions. Just a few months out of the hospital, Chad had his best sales month to date, selling 477 out of 530 items and grossing $2,656. He’s now sold about 5,000 items and has been highlighted as one of eBay’s Power Sellers of the Month. Chad suggests that when you are planning your own eBay business, sell items about which you know something. Also sell items for which there is a proven demand on eBay. “Always be there for the customer to answer questions and concerns.”P:010CompHowTo8948-9ch01.vpThursday, May 08, 2003 1:59:18 PM
  34. 34. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Chapter 1Composite Default screen 10 How to Do Everything with Your eBay Business Know How eBay Auctions Work eBay’s auction site is complex, and has its own tricks and quirks. On top of that, many of the individuals who buy and sell regularly on eBay have been doing so for years and are well acquainted with how the system works. Don’t start placing items up for sale without knowing what’s involved first. Be sure you read eBay’s User Agreement (http://pages.ebay.com/help/policies/user-agreement.html) so you know what you can and can’t do. The following sections provide you with some more rules of thumb. Set a Time Limit Time plays an important role in eBay sales. First of all, eBay is located in California, so the advertised time when auctions begin and end is in Pacific Standard Time. eBay calls this “eBay Time,” and you can check the current eBay time at http:// cgi3.ebay.com/aw-cgi/eBayISAPI.dll?TimeShow (see Figure 1-2). FIGURE 1-2 eBay time is an important consideration when scheduling auctions.P:010CompHowTo8948-9ch01.vpThursday, May 08, 2003 1:59:18 PM
  35. 35. Color profile: Generic CMYK printer profile HowTo8 (8) / How to Do Everything with Your eBay Business / Holden / 222948-9 / Chapter 1Composite Default screen CHAPTER 1: Become an eBay Auction Expert 11 In most cases, you get auction descriptions online by filling out the Sell Your Item form (see Figure 1-3). You access this form by clicking Sell in the 1 eBay navigation toolbar that appears on virtually all eBay pages. Page 3 of the Sell Your Item form allows you to schedule your auction and select how long the sale will last. As you can see from Figure 1-3, auctions can begin at one of two times: ■ On the exact moment they appear online, which is the moment the auction description is posted on one of eBay’s servers. ■ On a time you schedule, if you are willing to pay 10 cents to schedule this auction. The reason why you need to pay attention to when a sale starts is because the starting time controls the ending time. For instance, if you start an auction at 6:05 P.M. on a Thursday and you specify that the auction should last three days, the auction will end at 6:05 P.M. the following Sunday. Most sellers believe that it’s best to have FIGURE 1-3 The Sell Your Item form is the basic way to get sales descriptions and photos online.P:010CompHowTo8948-9ch01.vpThursday, May 08, 2003 1:59:18 PM

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